scholarly journals A Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008

2010 ◽  
Vol 9 (3) ◽  
pp. 170-196
Author(s):  
Claudia Rosa Acevedo ◽  
Carmen Lidia Ramuski ◽  
Jouliana Jordan Nohara ◽  
Luiz Valério De Paula Trindade

The principal objective of this paper was to examine female roles portrayed in advertising. More specifically, the question that stimulated this research project was: What message has been signaled to society through advertisements about women? Have these portrayals altered throughout the past decades? The study consisted of a systematic content analysis of Brazilian commercials between 1973 and 2008. A probabilistic sample procedure was adopted. 95 pieces of material were selected. Our results have revealed that certain specific images have changed over the years; however, they continue to be stereotyped and idealized. DOI: 10.5585/remark.v9i3.2201

Author(s):  
Claudia Rosa Acevedo ◽  
Jouliana Jordan Nohara ◽  
Ana Laura Arruda ◽  
Helenita R. Da Silva Tamashiro ◽  
Thomas Brashear

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways: stereotyped, idealized and plural portrayals. Our results have revealed that some specific images have changed; however, they continued to be stereotyped and idealized.


2021 ◽  
pp. 146531252110333
Author(s):  
Keelin Fox ◽  
Parmjit Singh

Objective: To profile the posts on open orthodontic Facebook groups and identify which communication strategies and media modalities generate the most engagement from users. Design: A cross-sectional content analysis. Setting: Facebook Internet-based search. Methods: Post data were collected over a one-month period from the 10 largest public orthodontic Facebook groups. Evaluation of group characteristics included membership levels, number of administrators, time each group had been in existence and growth rate of each group. The number of posts, the numbers and types of engagement (likes, emojis, comments, shares) and engagement rate were calculated. The communication strategies (e.g. case presentation, course promotion, etc.) and media modalities (e.g. plain text, photograph, etc.) were recorded. Results: The study identified 190,268 Facebook members from the 10 largest orthodontic Facebook groups (median 17,811; interquartile range [IQR] 11,977). The median time the groups had existed was six years (median 2175 days; IQR 2311 days) and the median number of new group members in the past month was 1257 (IQR 2773). The median number of new group members in the past month was 1257 (IQR 2773). There were 227 postings during the study period with 2546 engagements. The overall median number of engagements was 196 (IQR 445) and the engagement rate of posts was 1.3% overall. Posts relating to course promotion (n = 63, 28%) followed by product promotion (n = 42, 19%) were the most common. Case presentation style posts accounted for 15% (n = 35). The level of engagement was greater for posts that had a clinical component compared to posts that did not ( P < 0.001). For media modality, posts that included a photograph had greater engagement ( P < 0.001). Conclusion: There are frequent posts on course and product promotion in orthodontic Facebook groups; however, these are associated with low levels of engagement. Posts that are clinically orientated and include photographs have higher levels of engagement.


1994 ◽  
Vol 71 (4) ◽  
pp. 887-892 ◽  
Author(s):  
Robert Abelman

This content analysis evaluates political topics and themes of televangelist Pat Robertson's high-profile news program The 700 Club during the early months of the 1992 presidential campaign. Considered the media arm of the Religious Right, this program was found to go against the trend of increasingly political and less religious content observed in earlier analyses of equivalent episodes during the 1983, 1986, and 1989 seasons. In addition, political topics were addressed more neutrally than in the past. The study discusses the possible impact of an increasingly competitive telecommunication environment on religious broadcasters.


2018 ◽  
Vol 34 (1) ◽  
pp. 57-73 ◽  
Author(s):  
Anna Brosius ◽  
Erika J van Elsas ◽  
Claes H de Vreese

Over the past decade, the European Union has lost the trust of many citizens. This article investigates whether and how media information, in particular visibility and tonality, impact trust in the European Union among citizens. Combining content analysis and Eurobarometer survey data from 10 countries between 2004 and 2015, we study both direct and moderating media effects. Media tone and visibility have limited direct effects on trust in the European Union, but they moderate the relation between trust in national institutions and trust in the European Union. This relation is amplified when the European Union is more visible in the media and when media tone is more positive towards the European Union, whereas it is dampened when media tone is more negative. The findings highlight the role of news media in the crisis of trust in the European Union.


1988 ◽  
Vol 52 (2) ◽  
pp. 75-85 ◽  
Author(s):  
Mary C. Gilly

In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.


Author(s):  
Marina Dekavalla

This paper presents preliminary findings from a wider study into the form that political debate takes in Scottish and English/UK newspapers’ reporting of the 2001 and the 2005 UK Elections. The research project aims to contribute to the discussion regarding the role played by the Scottish press in political deliberation after devolution and compares its contribution to the electoral debate with that of newspapers bought in England. This paper explores the results of a content analysis of articles from daily Scottish and UK newspapers during the four weeks of each election campaign period. This reveals that, despite some differences, the overall picture of the coverage of major election issues is consistent. A selection of the coverage of taxation, the most mentioned reserved issue in the 2001 campaign, is subsequently analysed using critical discourse analysis, and the results suggest more distinction between the two sets of newspapers.


LingVaria ◽  
2020 ◽  
pp. 267-281
Author(s):  
Ewa Horyń ◽  
Marceli Olma ◽  
Mirosław Michalik

AT THE SOURCES OF POLISH LOGOPEDIC TERMINOLOGY: TOWARDS ANAGNOSTIC RESESARCH The paper is a preliminary presentation of the concept of a research project Diachronic Aspects of Polish Logopedic Terminology, carried out by members of the Department of Polish Language of the Pedagogical University in Cracow. The multiauthored study briefly characterizes the beginnings of speech therapy as an independent scientific discipline, and the directions of its development in the past 50 years. It draws attention to the deficiencies and inconsistencies in the usage and understanding of specialist terms in contemporary logopedics, while setting as the primary goal of the enterprise an attempt to standardize Polish terminology related to speech disorders. The basis for this should be the etymology of the terms in question, as well as excerpts from medical and anatomical lexicons and source materials which employ the vocabulary that became the foundation of the logopedic jargon.


2021 ◽  
Author(s):  
◽  
Gabrielle Margaret Podvoiskis

<p>Cop shows have been a perennial on prime time television for the past fifty years. Over the past two decades, however, the increasing popularity of reality television means that it is now competing for ascendency with traditional police-centered “soap operas”. For example, at the time of writing a search of the television scheduling by genre on TVNZ on demand reveals 92 reality television programmes compared to 65 dramas, 36 comedies and 22 news programmes. New Zealand, despite its limited production capacity has also cashed in on reality television with recent New Zealand offerings including Motorway Patrol, Illegal NZ, Drug Bust and Emergency 111. The most popular, award winning reality crime programme currently screening on New Zealand television, now in its 20th season, is Police Ten 7. The principle research question driving this thesis is: “To what extent does Police Ten 7 reflect the actual reality of contemporary policing in New Zealand?” This research question was explored through a content analysis of the entire 2010 season of Police Ten 7, consisting of 15 episodes. To assess the extent to which Police Ten 7 reflects the known realities of policing, the content analysis was broken into three main components. The first examined the demographic makeup of police. The second explored types of offences and offenders featured and the third explored the types of police activities depicted on Police Ten 7. These were then contrasted against the known realities of police, offenders and offending patterns in New Zealand. In short, the focus was on who was featured on Police Ten 7, what were they portrayed as doing and how this compares to what we actually know about crime and policing in New Zealand. The main findings were that while some aspects of policing and offending were depicted reasonably accurately, for example gender and ethnicity of police, other aspects were significantly skewed. Police Ten 7 consistently misrepresents the types of offences most commonly committed in New Zealand, over-representing traditional “street” crime such as drug and antisocial offending and violence and under-representing and even ignoring completely other common offences such as dishonesty crimes. Similarly, white individuals depicted in Police Ten 7 are much more likely to be police than offenders, while the opposite is true for non-white individuals who are also depicted more commonly as being involved in violent offending than their white counterparts. As a vehicle for the presentation of the reality of policing Police Ten 7 was found to significantly misrepresent the work undertaken by the typical police officer, over-emphasising the exciting and action-packed aspects of the job and under-emphasising the service and administrative functions of police. The conclusion reached as a result of this research is that Police Ten 7 does not in fact show audiences “a glimpse into the real working lives of New Zealand police” (TVNZ, 2011b). Instead it creates a specific, pro-police vision of policing and crime in New Zealand which features real police and offenders but as a result of the symbiotic relationship between the producers and the police combines to misrepresent the reality of both policing and offending for the majority of police and offenders.</p>


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